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How To: outrank your competitors on Google to reach potential patients

January 13, 2020
Madeleine Barbera
Joseph Lucero

You have heard of SEO or had someone try to sell you SEO services a gazillion times. 

If you haven’t - SEO is an abbreviation for Search Engine Optimization. The practice of ranking your website or listings towards number one on Google search results. 

Despite all the cold calls you get from someone asking to do SEO for you, it's still a useful strategy for receiving new patients.

At this point, search engine results are drenched with competitors striving to rank for the same keywords as you. To continue through this and rank above them, energy put forward to rank higher needs to be more prominent than what it has been in recent years.

Throughout this article, we will define what “Greater effort” in SEO means. 

How, when done properly, SEO gets you, new patients,

Anyone who is seeking care online from a provider like yourself is searching on Google intending to learn more about you or to create an appointment. 

Unfortunately, many practices don’t use SEO to their advantage or to reach these potential patients searching for the best provider in their city. 

Instead, they find your competitor. 

SEO gets you new patients when you rank above your competitors and have a page that offers value to the patient based upon their search. 

How to improve your SEO

Here are three starter areas to kick start your improved SEO strategy.


As was mentioned earlier, keywords are a very significant part of SEO. Keywords are typed into the search bar and all results are found based on the input. 

The question is then asked; How do I know which keywords to use? 

That is a legitimate question because you may be a practicing podiatrist but few patients in your city are typing in Podiatrists near me. The more common phrase is foot doctor near me or phrases that include particular conditions like bunion surgery Seattle.

That pertains to any vertical of medicine. 

You can find keywords for your specialty and practice by using Google Keyword Planner, this tool from Google themselves will help you identify profitable keywords for your practice.

Keywords are crucial to producing new patient leads because they are more inclined to convert when they see a keyword or description that is contextual to them or contextual to the service they’re looking for. 

Remember that keywords should also be used for Title, meta and description tags on your website. Not just content and static web pages. 

Website and User Experience

When we discuss user experience, we’re often referring to how easily a potential patient can navigate and use your website. You can make the user experience more natural by using this checklist: 

  • Mobile optimize your site for smaller screens 
  • Easy access to Menus 
  • Easy to understand page navigation 
  • Creating ADA features 

Other aspects include making your site pages load quickly, removing grainy or blurry images, and having text that isn’t clustered. 

A generally neglected factor to good user experience is the way your content (articles/videos/photos) are presented. Two content management systems we highly advise using are Wordpress and Webflow

Wordpress requires more upkeep and has more flexibility for customization. 

Webflow is just wonderful to use. 

Both work. 


After finding keywords and guaranteeing that your site is easy to use. The next step is to build the number of backlinks to your website or pages of value (scheduling page or landing page). 

You can think of a backlink as an upvote from an already authoritative website. They create a link to your website, on their website and Google says “Hey, we should rank them higher”. 

The purpose here is to have a few backlinks from highly credible sources versus hundreds of backlinks from not so credible sources. Backlinks are all about quality, not quantity. If you need help finding credible sources to get backlinks from, Ahrefs is a great tool that can help you do the research.

Why SEO is still relevant in the last few months of 2019 

Considering Google receives over 63,000 searches every second on most days, people still rely on search engines to find information. That fact in itself should get an enormous amount of respect from anyone skeptical about getting patients from the platform. 

Like all good medical marketing - always stay true to ranking your web pages that provide the most value to your potential patients considering their search input. 

Ready to grow your practice? Speak with a medical marketing expert today - for free.
We advocate for better patient care, that begins with how they discover you.
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Written by
Madeleine Barbera
Content Lead
1550 Larimer Street suite 126 Denver, CO

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